El presente proyecto “Fancy Rent Bag” tiene por finalidad desarrollar un modelo innovador y escalable que permita contribuir sosteniblemente a la sociedad, de tal manera que este pueda hacer frente a nuestros competidores del mercado nacional a través de diferentes estrategias de marketing enfocadas en optimizar nuestros procesos operativos y de venta; y así posicionar a la empresa y aumentar su participación de mercado para llegar a al segmento objetivo y clientes potenciales de manera efectiva. Asimismo, nuestro público objetivo se divide en dos segmentos. Por un lado, el primer segmento o también “consumidoras que desean alquilar carteras de marca” se enfoca en mujeres peruanas modernas residentes de Lima Metropolitana de 18 a 39 años de edad de los niveles socioeconómicos AB y C. La propuesta brindada para el segmento 1 es ofrecer un espacio digital en el cual las usuarias puedan encontrar diversas carteras de marca a precios accesibles. Por otro lado, el segundo segmento de mercado o “propietarias”, son aquellas mujeres que desean rentar sus carteras de marca y ganar dinero adicional; este segmento comprende a mujeres peruanas de estilo sofisticado residentes de Lima Metropolitana de 20 a 40 años de edad pertenecientes a un nivel socioeconómico A y B. Ante ello, durante el transcurso del proyecto fue posible percibir una acogida incremental por la renta de las carteras de marca, lo cual también fue validado con las impresiones e interacciones en redes sociales, Google Ads y Google Analytics. / "The present project “Fancy Rent Bag” aims to develop an innovative and scalable model, which allows contributing sustainably to society, so that it can face our national competitors through different marketing strategies focused on optimizing our operational and sales processes. Thus, the company will be able to position in the market and increase its market share to reach its target segment and potential customers effectively. Likewise, our target audience is divided in two segments. On the one hand, the first segment or also called ""consumers who want to rent luxury or designer bags"" focuses on modern peruvian women residing in Metropolitan Lima from 18 to 39 years of age from the socioeconomic status A, B and C. The proposal for segment 1 is to offer a digital space in which users can find different exclusive bags at affordable prices. On the other hand, the second segment or also called “owners” are those women who want to rent their luxury bags and earn extra money. This segment includes Peruvian women of sophisticated style residing in Metropolitan Lima from 20 to 40 years of age from the socioeconomic status A and B. Given this, during the course of the project it was possible to notice an incremental reception of the rent of luxury bags, which was with the impressions and interactions on social networks, Google Ads and Google Analytics. / Trabajo de investigación

This thesis is composed of two studies related to gender issues in economics. The first one explores whether companies experience benefits when the firm’s CEO and owner are both women. It employs data from the 2009-2014 World Bank Enterprise Surveys (WBES) to measure firms’ performance through growth in sales and productivity. Potential endogeneity was corrected by using the UN Gender Development Index and the average fertility rate as they comply with the exclusion restrictions. The paper uses the Control Function method with a Probit first stage estimation and an OLS main equation. The findings suggest that a female owner strengthens the female CEO’s business skills and leads to better firm performance than when the CEO is a woman and the owner is a man. The second study analyzes if there are gender differences in the socioeconomic characteristics that impact the risk aversion of a person. Gender differences in risk aversion may explain the gaps between men and women in the professional or labor field. If this situation is to be modified, it is important to understand how actors behave when facing risky situations and which variables could influence this change. In this sense, the paper draws from laboratory experiments associated with risky and uncertain decisions, representative of six cities in Latin America, through two empirical strategies: regression analysis with interactions and Blinder-Oaxaca decomposition. We conclude that women are more risk averse than men, and that the main variables associated with this behavior are education, age, and whether or not the person is part of the labor market / Tesis

This thesis is composed of two studies related to gender issues in economics. The first one explores whether companies experience benefits when the firm’s CEO and owner are both women. It employs data from the 2009-2014 World Bank Enterprise Surveys (WBES) to measure firms’ performance through growth in sales and productivity. Potential endogeneity was corrected by using the UN Gender Development Index and the average fertility rate as they comply with the exclusion restrictions. The paper uses the Control Function method with a Probit first stage estimation and an OLS main equation. The findings suggest that a female owner strengthens the female CEO’s business skills and leads to better firm performance than when the CEO is a woman and the owner is a man. The second study analyzes if there are gender differences in the socioeconomic characteristics that impact the risk aversion of a person. Gender differences in risk aversion may explain the gaps between men and women in the professional or labor field. If this situation is to be modified, it is important to understand how actors behave when facing risky situations and which variables could influence this change. In this sense, the paper draws from laboratory experiments associated with risky and uncertain decisions, representative of six cities in Latin America, through two empirical strategies: regression analysis with interactions and Blinder-Oaxaca decomposition. We conclude that women are more risk averse than men, and that the main variables associated with this behavior are education, age, and whether or not the person is part of the labor market